How Mobile Technology Is Shaping Hospitality

Des O’Mahony PhD CEO & Founder, Bookassist

Inside View1

the guest is the driver

the guest will expect connectivity

200MBunlimited€52

200MBunlimited€52 a month~€1.75 a day =

cheaper than your morning coffee on the way to work!

NoneOne DeviceTwo DevicesThree or More

QUESTION: How many wifi devices do you travel with?

SmartBrief Media Services White Paper on Top Hospitality Tech Trends June 2013 smartbrief.com

3+

2

1

iWatch?

13High Bandwidth

+Always On - - Just One Room

$15$15 for Premium$10It Should Be Free

QUESTION: How much would you pay for wifi access?

free!

SmartBrief Media Services White Paper on Top Hospitality Tech Trends June 2013 smartbrief.com

Not specifiedFree Wifi specifiedWifi/internet specified

Searches for hotels that we see in Bookassist specifying wifi

wifi?

free

wifi?

Bookassist client search volume analysis January to September 2013 bookassist.com

Not specifiedWifi/internet specified

wifi or intern

et

Searches for hotels that we see in Bookassist specifying wifi

Bookassist client search volume analysis January to September 2013 bookassist.com

poor wifi is damaging your business

the connected user you’re

annoying has the most

influence on your reputation!

20122013

Guest Sentiment Scores (Extract)Key Drivers: Internet Services!TrustYou Annual Report EMEA January 21, 2014

-11.3%

-8.9%-9.2% -4.8%

-5.4% -2.2% -2.2%

20122013

Guest Sentiment Scores (Extract)Key Drivers: Internet Services!TrustYou Annual Report EMEA January 21, 2014

20122013

Guest Sentiment Scores (Extract)Key Drivers: All Six!TrustYou Annual Report EMEA January 21, 2014

87.1%

67.2%

88.2%

59.0%

76.1% 74.8%-3.8%

the multi-device guest is the norm

react and accommodate now

the guest wants to stay connected

facilitation brings gratitude!

the guest is self-entertaining

opportunity to

outcompete

others!

don’t ration, don’t chargeprepare for increasingly high bandwidth

invest in flexible enabling technology

treat wifi as customer service priority

capitalise on your new capability with new services.

x

digital concierge, mobile check in/out

contextual JIT info

Outside View12

Tap Result

Mobile Search

Expect Info!

app store?

barrier

!

App Web ? or responsive design?

Must look at user behaviour on mobile to choose responsive, webapp or app,

not just reformat same content

We find tablet and laptop/desktop behaviour similar, but small screen

mobile quite different paradigm

Book for today

Contacts phone, map

Photos

Reviews social

Route

Facebook

Email

Video

TEXT

Offers

send automatically to mobile

easy return to full website

Mobile8.5%

Mobile1.9%

€89k pm

% of direct online revenue

Tangible ROI - Mobile Revenue

introduced webapp

Example: European Hotel Group with <10 Properties

Tangible ROI - Mobile Revenue

~87% revenue uplift with webapp

mobile without webapp

% of direct online revenue

introduced webapp

Example: European Hotel Group with <10 Properties

success on mobile

margin opportunity, don’t discount!

majority bookersare last minute!

must use mobile marketing, optimise G+

customer-facingsolution must

remove barriers

mobile is a key distribution channel

warning!!

potential